Sarah Bores

Independent Qualitative Research Consultant, Felt Insight

Overview

Highly skilled qualitative researcher with 20 years’ experience in brand, communications and innovation research. Particular expertise in FMCG, consumer health, finance, technology and services. Expert moderator, strategic thinker and commercial storyteller.

Services

Working freelance or independently, I design, moderate and analyse qualitative studies, bringing a cultural lens to the data. I develop strategic, actionable insight for clients – inspiring teams to plan and create great work.

  • Smart research design: developing effective methodologies, proposals, discussion guides and stimulus materials.
  • Expert moderation:  highly skilled moderator, running groups, depths, ethnography and workshops, in person and online. Practised at handling sensitive subject-matter and working with diverse audiences
  • Analysis with a cultural lens: reading codes, tensions and cultural shifts and analysing these alongside what I hear in fieldwork.
  • Insight-driven commercial storytelling: synthesising qualitative data into compelling, engaging insight-led narratives. Clear strategic recommendations for effective decision-making.
  • Trusted client advisory:forming trusted partnerships with stakeholders, facilitating immersion sessions, co-creation sessions and implementation workshops.

Practice areas: usage and attitudes, segmentation, market landscaping, brand strategy and positioning, communications strategy, creative development, visual identity, design development, innovation and concept development, customer and shopper journey, cultural insight, and inclusive and purpose-led research.

Sectors: consumer health and wellness, food and drink, services (finance, travel, utilities), fashion and beauty, retail, technology, government, charity and social purpose.

London-based – available for UK and international work.

Open to contracts, ad-hoc projects, or collaborative partnerships with other consultants.

About

Having worked for agencies including GfK, Hall & Partners and Canvas8 and rising to director-level, I’ve now been independent for over a decade.

I’ve always been interested in understanding what makes people tick.

My background is in psychology, using discourse analysis to unpick different re-tellings of events. Years later, I gained an MA in Cultural and Critical Studies, writing my thesis on ways of imagining the self through AI image tools on social media. I love analysing meanings and perspectives and developing new understanding around how we navigate the world.

While I enjoy a good rummage through cultural data, I still love moderating – getting to meet interesting people, learn about their lives and explore new perspectives.

I’m endlessly curious, so it’s a delight to be professionally nosy for a living!

I enjoy living in a cosy corner of SE London with my family and tropical fish. When I’m not working, I can be found running (slowly) around the local parks, taming the plants in my garden or daydreaming about my next trip to the mountains.